Fra adattamento culturale e traduzione: un’esperienza didattica di transcreation

Marcello Giusto

doi:10.18290/rh25735.5s

Published : 2025-12-22

Vol. 73 No. 5 Zeszyt specjalny (2025)

Between Cultural Adaptation and Translation: An Didactic Experience in Transcreation

Marcello Giusto

https://orcid.org/0000-0002-3374-698X

DOI: https://doi.org/10.18290/rh25735.5s

Abstract

This article investigates the potential and significance of transcreation as an educational tool in foreign language teaching. Transcreation, which merges translation with creativity to facilitate the innovative processing of texts, plays a vital role in marketing and advertising by enabling effective content adaptation for intercultural communication. Students were involved in practical activities that enhanced their translation skills through the analysis and creation of slogans. The theoretical-practical approach not only immerses students in creative processes, thereby developing their linguistic competencies and analytical skills, but also encourages an understanding of transcreation strategies and the challenges posed by cultural differences.

Keywords:

transcreation, translation, creativity, foreign language teaching, advertising, cultural transfer, slogan

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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